Sports tourism is booming worldwide (Photo by Md Jawadur Rahman)
Sports tourism is exploding, estimated to be worth USD 707 billion in 2025, it is set to more than double by 2032, jumping to over USD 2 trillion.
According to a report from Priority Pass, an airport experiences program from British-based travel company Collinson, this was not a passing fad but rather a fundamental shift in how people spend their time and money.
Priority Pass’ latest global research report, ‘From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel’, surveyed over 12,000 travellers across 20 markets to reveal how sports and wellness are inspiring the next wave of travel, and in turn, experience-led journeys.
Wellness travel isn’t far behind, expected to surge from over USD 525 billion to more than USD 910 billion by 2030.
As part of its findings, 20% of respondents said they travel for sports while an additional 33% travel for both sports and wellness.
From iconic global events to regional tournaments, sports continue to unite and enthral people the world over, connecting fans through a shared passion across backgrounds and borders. It’s clear that emotion sits at the heart of sports travellers’ motivations, with a significant number staying on well after the final score to explore all that host cities and towns have to offer.
The report found that 49% tourists said they travel for the excitement of live events, 48% did so out of passion for a specific sport or team, and 46% wanted to explore new cities through sports travel. The latter group is leading to a “halo effect,” where travelers going to new places also visit other cities or countries nearby while already away from home.
Younger travellers are maximising their trips with nearly half (49%) motivated to explore new cities through sports travel, compared to 40% of older generations.
Similarly, 42% of younger generations are seeking new experiences while away, attending famous global sports events, compared to just a third (33%) of their older counterparts.
When asked which live sports events they would most likely travel to watch, the data shows that while football/soccer unites fans globally, there are distinct regional preferences, revealing nuanced opportunities for engagement.
In the Americas, 54% of travelers did so for soccer/football, followed by American football (39%), basketball (29%) and baseball (25%). In Europe and the Middle East, soccer/football again led the way at 61% of travelers, with basketball at 29%, and motorsports at 27%; and in the Asia/Pacific region, the top two sports were soccer/football (54%) and motorsports (30%).
Other sports that attracts sports tourists in the Asia/Pacific region include badminton (28%), cricket (24%) and basketball (23%)
Esports, meanwhile, showed a distinct generational divide, with 16% of Gen Z respondents and 15% of Millennials saying that is the sport they’re most likely to watch live while traveling, compared to 7% from Gen X and 1% of Baby Boomers.
The average spend on sports was $771, with 62% saying they take trips of four days or fewer.
The rise of sports travel presents significant opportunities for financial services and travel partners to engage with two growing and dynamic high-value customer groups.
Sports travellers are drawn to exclusive event access and perks that transform their trips into adventures of a lifetime. Whilst these travellers have different motivations, what unites them is the powerful role that emotion plays in shaping their choices.
It’s clear sports and wellness travellers value seamless, rewarding journeys where every touchpoint, from airport to retreat or tournament, enhances their overall experience.
The report also noted that as sports tourism continues to evolve from niche to mainstream, their influence on travel trends and spending patterns will intensify in the years ahead.
“While their motivations are multifaceted, they’re united by a strong loyalty to brands that understand their passions, meet their needs and add meaningful value throughout their travels.”
For brands ready to innovate and invest, sports and wellness travellers represent a powerful engine of growth and an opportunity to become an indispensable part of their travel experiences.
